Hi, I'm Breanna

I turn complex tech into stories people actually care about.

I'm a Business student at SFU who loves bringing ideas to life — digging into customer insights, shaping positioning, and helping products go to market with clarity and heart. For me, product marketing is where strategy meets empathy, and that's exactly where I do my best work.

GTM Strategy Positioning & Messaging Sales Enablement Product Development
Breanna Lu
4.16 GPA / 4.33
3+ Internships
3 Marketing Experiences

Case Studies

Work I'm Proud Of

Real projects spanning product positioning, marketing collateral, product development, and affiliate marketing programs.

Tru Earth Tru Earth

Affiliate GTM · Positioning

Developing Partner Materials for Tru Earth's Affiliate Marketing Program

Designed the full affiliate partner experience for Tru Earth's Laundry Eco-Strips — from onboarding messaging to compensation structure and sales enablement materials.

3-tierPartner System
5Key Messaging Anchors
3Collateral Deliverables
ExcelarExcelar Technologies · Careflow Health

GTM · Sales Enablement

Crafting Positioning and GTM Strategies for B2B Healthcare Software

Conducted competitive analysis, wrote white papers translating complex features into buyer-ready narratives, and produced marketing collateral for Careflow Health's 3-module platform.

4White Papers
20 pgCompetitive Report
5Teams Collaborated
SFU Aerospace · BUS 362

Product Analysis · Systems Thinking

Designing an Integrated Ticketing System: Product Journey & Gap Analysis

Led a 5-person team to analyze and redesign an online ticketing system — mapping user journeys, developing technical use cases, and delivering structured recommendations to a project sponsor.

5Person Team Led
3 moProject Duration
SponsorLiaison Role
Enactus · Artistree

Product Launch · GTM

Leading Concept-to-Launch in 6 Weeks: A Personal Venture

Led a 5-person team building a sustainable upcycled product from scratch — managed market research, positioning strategy, and launch execution.

6 wksConcept to Launch
+21%Customer Satisfaction
30 daysExceeded Profit Goals

Background

Where I've Been

Experiences that shaped how I think about products, markets, and the people who use them.

May 2024 – Aug. 2024

Product Management & Marketing Intern

Excelar Technologies · Burnaby, BC

Working primarily on the Careflow Health platform, I gained experience across many PMM functions — researching the competitive landscape, translating technically complex products into buyer-ready narratives, and collaborating with engineering, design, and end users to ensure every message was grounded in real product truth.

Jan. 2024 – Apr. 2024

Project Management Assistant

Provincial Health Services Authority · Vancouver, BC

Working at the intersection of people and process in a large public health organization, I gathered stakeholder input, synthesized priorities into clear project scopes, and kept multiple initiatives aligned across teams. This role sharpened my ability to listen carefully, communicate clearly, and manage complexity without losing sight of the larger goal.

May 2023 – Aug. 2023

Trade and Customs Consultant Intern

KPMG LLP · Vancouver, BC

Got an early look at how global professional services firms operate — supporting client engagements across trade and customs advisory, providing ad-hoc support through data cleaning, and learning to distill complex findings into confident, concise stakeholder presentations.

2023 – Present

BBA — Management Information Systems & Marketing

Beedie School of Business, Simon Fraser University · Expected June 2027

Pursuing a double concentration in Marketing and Management Information Systems + a certificate in Business Analytics and Decision Making. Awarded with the President's Honour Roll, Premier's International Scholarship, and SFU Undergraduate Scholars Entrance Scholarship.


A Little About Me

The Person Behind the Work

"Great product marketing starts with deep customer insight and ends with clarity that feels personal."

I got into product marketing because I love the space where psychology, strategy, and storytelling intersect and because I love building products that actually make a difference. I am drawn to the questions that do not have easy answers: Why do people pick one product over another? What makes a message actually stick? How do you reach someone who does not even know they need your product yet?

I have been fortunate to work on products that solve real problems, like Careflow Health, helping clinicians reduce burnout and free up hospital beds, and Artistree and Tru Earth, creating sustainable solutions to tackle waste and make everyday choices better for the planet. Those experiences taught me that great product marketing is not just about clever messaging, it is about understanding the people you are serving, uncovering their real needs, and connecting solutions to meaningful outcomes.

For me, product marketing is where strategy, empathy, and impact come together. I love taking insights from research and data, collaborating across teams, and crafting stories that make products feel like they were built just for the people who need them most.

Studying in MIS + Marketing + Business Analytics: I believe the best solutions come from the intersection of data and people!

Comfortable Working in Diverse Environments: Studied at Yonsei University and Ritsumeikan University

Lover of Languages: Learned German for two years and lived in Japan for 6 months to study Japanese

What I Bring

Skills & Strengths

Built across internships, academic projects, and real product launches — from research and positioning to tools and collaboration.

Go-to-Market Strategy Positioning & Messaging Sales Enablement Competitive Analysis Affiliate Marketing White Paper Writing Market Research Cross-functional Collaboration Customer & Stakeholder Interviews Presentation Decks Marketing Collateral Business Analytics SQL / MySQL Tableau Miro Trello / Slack G-Suite & Microsoft Office Research Ethics (TCPS 2)

Let's Work Together

Open to product marketing internships for Summer & Fall 2026. Always happy to chat about marketing, positioning, or a good case study.

Tru Earth · Affiliate Marketing

Case Study · Academic and Client Project

Developing Partner Materials for Tru Earth's Affiliate Marketing Program

Affiliate Marketing GTM Strategy Project Management

Overview

Tru Earth, a sustainable consumer product company, asked my team and I to develop an end-to-end affiliate marketing program for their eco-strips. To support sales conversion rates, this project involved strategically identifying high-value partners, equipping them with necessary tools, and leveraging competitive benchmarking to pinpoint best practices for accurate measures of success.

Working within a tight 3-month time frame, this program required elements ranging from defining recruitment, onboarding materials, engagement strategies, and KPIs for program evaluation.

About the Product

Tru Earth Eco-Strips
Tru Earth's Eco-Strips
Tru Earth Product Portfolio
Tru Earth's Product Portfolio

My Role

As the lead for onboarding materials and the project manager, I was responsible for all outbound partner-facing materials, timely deliverables, and client representative communications. From this process, I developed comprehensive one-pagers to onboard affiliates on Tru Earth's products and messaging, then combined all program materials into a comprehensive toolkit PDF package.

Process for Developing Brand-Aligned Materials

  1. Materials Review & Research: I started by thoroughly reviewing materials provided by the client representative, along with publicly available product positioning. This helped me establish a baseline understanding of the product, its market, and the key messaging anchors to guide my work.
  2. Initial Drafting: Using this baseline, I created the first drafts of the copywriting for the one-pagers, ensuring the messaging aligned with the product's positioning and target audience.
  3. Collaborative Iteration: I involved Tru Earth's representative throughout the collateral development process, gathering feedback and incorporating revisions through multiple rounds of iteration and client sign-offs.
  4. Design Implementation: Once the copywriting was finalized, I used Figma's AI-powered tool, Figma Make, to design the layout of the materials, ensuring visual alignment with the brand's color palette and tone.

Challenges + Key Learnings

Project Management

Wearing both the project manager and onboarding lead hats, I quickly learned how important it is to spot workload gaps early and tackle them before they spiral into larger issues. Some tasks taken on by my team required much more time than initially expected, and at first, members were hesitant to flag delays. I set up a simple version-control system in Google Docs, tracking edits and timestamps — making it much easier to see who was working on what, adjust workloads, and onboard substitute team members with clearer guidance.

This experience taught me how to balance keeping an eye on the big picture while supporting the team day-to-day — and how transparency and open communication can make all the difference in hitting deadlines and keeping everyone aligned.

The Importance of Iteration

Through this project, I learned that frequent iteration and early client feedback are essential for producing usable, aligned deliverables. For example, I had initially adopted "zero-waste" messaging, but quickly found that it did not accurately reflect Tru Earth's sustainability positioning. By involving their client representative early on, I received crucial feedback on wording, branding, and color usage — ensuring all copywriting and design elements matched the brand tone and standards, while regular sign-offs minimized miscommunication and rework.

This experience reinforced my understanding that asking the right questions, engaging the right stakeholders, and iterating frequently are key to delivering high-quality, credible outputs!

Excelar Technologies · Careflow Health

Case Study · Co-op Work

Crafting Positioning and GTM Strategies for B2B Healthcare Software

Co-op Product Positioning Sales Enablement Competitive Analysis

Overview

Careflow, a data integration software, was preparing to launch with a hardware partner. In this co-op role, I was tasked with updating the platform's product positioning to clearly highlight Careflow's unique strengths while avoiding overlap with the partner's existing portfolio. The goal was to create messaging that was accurate, compelling, and ready to use across sales, marketing, and customer-facing channels.

My Role

As the product marketing lead for positioning, I owned messaging alignment across all deliverables. I translated competitive research into clear value propositions, developed white papers, updated marketing materials, and collaborated closely with product leads and development teams to ensure messaging emphasized Careflow's differentiators while staying consistent with the brand's core story.

Process for Updating Product Positioning

  1. General Competitive Analysis & White Papers: I reviewed the broader market and competitor products to identify patterns, gaps, and opportunities. Taking insights from this research, I then translated information into general-use white papers to clearly explain Careflow's value propositions for sales purposes and external stakeholders.
  2. Hardware Partner–Specific Positioning: I then analyzed the hardware partner's existing portfolio to ensure Careflow's messaging was complementary and non-overlapping. This research was particularly useful, as it allowed me to edit for partner-specific white papers and collateral, highlighting unique differentiators tailored for this partnership.
  3. Collaborative Iteration: I worked cross-functionally with members from design, development, DevOps, and product to review drafts, gather feedback, and refine messaging across both sets of white papers. Involving diverse perspectives in this way allowed me to ensure consistency and accuracy across all materials while also ensuring internal alignment across teams.
  4. Marketing Collateral Development: With messaging finalized, I updated website copy, documentation, and press materials to support the updated positioning.

Challenges + Key Learnings

Balancing General vs. Partner-Specific Messaging

Making sure Careflow's positioning worked both in the broader market and alongside the partner's existing portfolio took careful research, analysis, and iteration. I had to ensure all messaging highlighted Careflow's unique strengths without overlapping or causing confusion, which meant constantly comparing our positioning to competitor and partner products. What I learned was the importance of tailoring messaging for different audiences while keeping a consistent brand story — knowing where to emphasize differentiation and when to adjust language for a specific partner or market.

Simplifying Complex Concepts

At first, the technical jargon in development meetings and the highly complex world of healthcare data technology was tough to follow. To overcome this, I made a point to proactively ask the right team members — engineers, designers, UX specialists — for clarification when needed. Breaking down technical details into clear, customer-focused language allowed me to create white papers and other collateral that communicated Careflow's value effectively for sales enablement and external stakeholders.

Cross-Functional Collaboration

Keeping everyone aligned across teams and stakeholders meant building continuous feedback loops into the process. I shared drafts regularly with product leads and cross-functional teams, iterated based on their feedback, and made sure all messaging — from general-market white papers to partner-specific collateral — was clear, consistent, and accurate. This approach helped reduce miscommunication and ensured our deliverables really reflected Careflow's differentiators.

SFU Aerospace · BUS 362

Case Study · Student Project

Designing an Integrated Ticketing System: Product Journey & Gap Analysis

Student Project Product Analysis Systems Thinking

Overview

As part of SFU's BUS 362 course, I led a 5-person team through a structured product analysis engagement with SFU Aerospace, simulating real-world product management work on an integrated online ticketing system over a 3-month period.

My Role

I served as team lead and project sponsor liaison — maintaining alignment between our deliverables and the sponsor's expectations. I led user journey mapping across existing system flows, identified feature and UX gaps, developed technical use cases, and presented structured recommendations to the project sponsor at the close of the engagement.

Challenges + Key Learnings

Balancing technical depth with stakeholder accessibility was the core tension. The sponsor needed recommendations grounded in real system constraints, but clearly tied to user outcomes. Managing team pace across 3 months required consistent, proactive communication. I learned that the most valuable analysis isn't cataloguing what exists — it's clearly articulating what's missing and why it matters to the user.

Enactus · Artistree

Case Study · Student Project

Leading Concept-to-Launch in 6 Weeks: A Personal Venture

Student Project Product Launch GTM Strategy

Overview

Through SFU's Enactus entrepreneurship program, I led a 5-person team building a sustainable upcycled product entirely from scratch — concept, market research, positioning, and launch — within a 6-week window, exceeding profit targets within the first 30 days of sales.

My Role

As product manager, I led the market research process, gathered ongoing customer feedback, iterated on the product based on real input, and designed the full positioning and launch strategy. I coordinated the team across product, marketing, and sales workstreams to deliver on a tight timeline.

Challenges + Key Learnings

Six weeks is not much time to go from idea to paying customer. The challenge was staying disciplined about what mattered most at each stage — not over-engineering the product before validating demand. I learned that speed and customer-centricity are not in conflict: fast iteration loops driven by real feedback are how you build something people actually want. Ship early, listen carefully, and let the market guide you.